The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 1 year ago

Will Your SEO Survive Google’s New Page Experience Rules? w/ Geoff Atkinson

ABOUT THIS EPISODE

Your SEO strategy has been paying off: You’ve won some key rankings and, more importantly, they’re generating leads. But then the infamous internet autocrat, which prefers to be called Google, decides to implement some changes to its algorithm — and they require technical expertise on your end. Do you have the technical SEO capabilities to meet the challenge or are you doomed to share the fate of Ask Jeeves and MySpace?

If you weren’t already aware, this is not merely a hypothetical — Google really is changing its algorithm to punish slower pages in its rankings. If you aren’t sure what this means for your business, today’s guest, technical SEO wizard Geoff Atkinson, Founder and CEO of Huckabuy.com, has the answers you seek.

In this episode, we discuss:

  • The changes Google is implementing and what they mean for you
  • The importance of page speed for Google’s new changes and as a KPI for your business
  • How Huckabuy can help you not just survive Google’s changing algorithm, but use it to win

Now that you know how Google’s new rules impact your SEO, are you ready to learn the secrets to establishing credibility or crack the code to effective outbound marketing? Check out the full list of episodes: The B2B Revenue Executive Experience.

You're listening to the BDB revenue executive experience, a podcast dedicated to helping executives train their sales and marketing teams to optimize growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. Let's accelerate your growth in three, two, one. Welcome everyone to the BDB revenue executive experience. I'm your host, Chad Sanderson. Today we're talking about the power of Seo in the search channel, in our marketing, in the sales world, changes that have gone into effect with Google, which is going to affect a lot of people, and what our guests calls the Google's perfect world and what this means for the rest of us. Now we've had this person on the show before, so I would like to welcome back Jeff Atkinson, founder and CEEO how Comebuye Jeff, great to see you, man. Thank you for taking time to come back on the show. It's great to be here, Chad. One of my favorite podcasts. I'm excited to do it again. So flattery will get you everywhere. So I you know the question that's coming. It's the same one that we asked. That probably asked last time, but hoping for a slightly different answer since there have been some developments in your life. I'd love to know something you're passionate about that those of you that are most familiar through work channels may be surprised to learn about you. Sure I might have given this answer last time, so I'll give you a couple. One is I used to be on the US ski team. I ski race in College, so that's a weird part of my past. Definitely a large athletic background. I was too Sport Division One athlete and I was on the USC team for a year now. Those were many pounds ago. Now I love to like golf here in Park City. Play it's on a golf and night, as I did. was just telling you I have a one year old girl. That's taking up a lot of time and just as a pleasure. So that's kind of that's kind of what's my passions are these days. My little girl and playing golf, at least outside of work. Those are the two big things. That's awesome and I think you did tell us about the Olympic and every time you tell me I still am in all of anybody who can reach that level of perfection. It's just it's impressive. So thank you for sharing that. Congratulations on the addition to the family. Thank you, sir. All right, so let's Talk Seo and for the audience will put a link to the other episode in the show notes as well, so if you're going to go back and listen to that one, they give you kind of a baseline starting point, because I don't know that we're going to do as much explanation this time around as much as we're going to do diving into what's really going on out there. And so you know, it's been a while since we talked what's changed with Seo in the last fourteen months? Probably the biggest change has been Google's page experience update, which is a big one. Started rolling out in June. It's pretty is fully rolled out now. They've been talking about this algorithm change for well over a year, which is pretty shocking for them because they really most times so talk about it at all. There's a big one. It's about page experience, really about page feet. They're trying to they're kind of drawing a line in the sand and saying, okay, you can't have a slow website anymore,...

...and they've talked about this a lot in the past. It's been a ranking factor for quite some time, but this is a really big ranking factor and a lot of its stud of mobile. But it's also their own selfishness. They hate slow websites. It takes them forever to crawl, it's bad for their users and they're just kind of done with it. So they put their flip down, they gave everybody that heads up and they've rolled it out over the last what, four or five months and it's now fully and in the mix and a lot of sites of gotten penalized as a result. A lot of sites of succeeded as a result. We built a product around it since we last spoke. That's been the big change in Seo. Is this idea of the page experience update. What are you doing around page speed? Is the site responsive, is it fast and is it easy for a user to navigate? So that's been the big change. So what kind of impact can that have? I mean obviously impact your rankings. You're not going to show uphere you want to show up, but from an experience standpoint or a conversion standpoint, are there stats or is it really that big of a an impact on page. You know, load speed? Are we talking the difference between two seconds and twenty or two seconds and for like, help us understand some context around that. Yeah, it's probably the most undervalued web marketing KPI out there. We discovered it at overstock. I was the former svp of marketing at over stock for seven years. We actually had it as like, I think, the third or fourth line on our executive score card. So it has an enormous impact on conversion rate, bounce rate. It's one of the if you could check one box, if you're a web property that relies on transactions or ad revenue or page, you know, number of pages looked at or whatever. It's probably the most one of the most impactful metrics you can you can move that. The average page speed of a site these days is five seconds, which is crazy to believe. To load. Five seconds to load. They use tools that are ternity. I know. I know. Well, a lot of the a lot of a website will actually start loading and you'll get a lot of the experience without actually noticing that it's still churning, you know, in the top right of your of your browser, but it does. That's sort of the average and that's really slow, but there's way worse offenders and if you just sort of monitor your own behavior as you browse the web, it'll start getting really annoying and you'll actually notice it. Or if you're on your phone, not collected, connected to Wi fi, not on a g set up, then you'll really start to notice it and you'll notice that you leave. You know that you leave these sites. You don't you don't stick around. It's a metric that, because of this algorithm update, is becoming to the forefront, but I think most marketers are still behind and measuring it and having it as a major KPI that they track and then actually figuring out how to make it better, because past feed the sort of death by a thousand papercuts. It's not just one thing that you can do and all of a sudden your sites really fast if they do a ton of different things, whether it's images or javascript compression or cashing. I mean there's all these different ways that you really have to do a bunch of stuff for for site to load really quickly, simplifying the site, getting rid...

...of a lot of the widgets and the tracking, and so it's a difficult problem, one that we've spent about a year and a half working on but it's very impactful, not just, as you said, in terms of rankings. It's going to impact your pay channels a ton. It's going to impact your conversion rate. I mean when all is that overstock, I think we went from conversion rate right just under two percent. So when I left it was like three point five. So that's like, you know, massive growth just in and of influencing our conversion rate. And at you know, you can always increase the top of funnel, meaning the number of visitors coming, but the best way to really crank up revenue is to increase that conversion right. You know, you got a monitor work on both, but it's a really important metric to increase that conversion rate and page feeds a very big factor. Yeah, that was one of the things I remember talking about last time was the complexity of all of this. Like you know, I'm not to date myself, but I remember when it was really easy to just slap some hcmail together have a quick loading website. Now we're talking about seriously complex technology challenges. I mean you mentioned a list of them. As a site gets more complex, it increases, I would assume, the number of people involved in the process of optimizing the tech the how does the SEO portion of it play into the technology decisions? Is there somebody inside the organization that has to be a specialist on that, or is this something that anybody is doing web site development should have in their tool kit? Well, it's usually the SEO in the organization that ends up being the the catalyst or the driver, because they're jumping up and down and wanting fast page feet because their rankings have been influenced or they see an opportunity to increase their rankings. But usually who ends up fixing it as the technologists. So whoever controls the website, whoever, you know, has access to the code stack, that's who's going to impact the actual page feet. It's very hard for an SEO. They're not usually incredibly technical and they're not going to be able to move the needle. So, depending on what it is, what the you know, we see everything from, you know, the text sax kind of completely out of their control because they're using hub spot or they're using something that's like kind of plug and play and they don't have a lot of developers, to a very tech organization where it's completely in the engineer's control. The website is the property, it is the product, it's so all the engineers are actually working on the website. So there's kind of everything in between those two things. But to fix it, it is a technical problem, not one that just your typical marker marketer can, you know, log into hub spot and address. So it does have to come from a technical angle in terms of how to address it and fix it. Okay, and so depending on the company, I mean we've we know, we're all dealing with the pandemic and everything and everything, and then some went virtual, which would mean a lot of e commerce. Right. There's all. There's a lot of yeah, people now that are out there. Have you seen, as you continued to work with people, executives kind of that never before really paid attention to things like the details of Seo or tech decisions on the website? Are you seeing them come down into...

...the decisionmaking? Are you seeing more focus from business organizations on these types of things because the web become their website, becomes the primary calling card, especially if they had to transition from brick and mortar? Is there're more awareness of this higher up inside of organizations? I'll let a bit of a secret out here for you, Chad. The really good CMOS and the really good VP's of marketing have been good at technical seo from the beginning, for a long time. Now you see it being adopted a lot more organizations in that the key players. They care about technical Seo. They care about how well how well the sites being called. They care about how many pages they have index they care about how many keywords they rank for. That's becoming you just see that more more commonly. Now we're will have come conversations with companies and it'll less galate right up to this vpcmo or even to the CEO that's this is a project, a thing that they care about and they really, you know, are into it. But I'll say forever if I would take you to our top ten most fast growing companies that are customers of ours. There CMOS, their VP's of marketing, their CEOS have known this stuff and focused on this stuff for ten years and you can almost pick up immediately how savvy this organization is based on how much they know around Seo. And if they know a lot about SEO and they're focused on it, they're growing and they're doing really, really well. Versus the organizations that you come in and all they want to talk to you about is paid channels and what they're doing from a branding perspective. They're the ones that aren't growing at the rates of the ones that are. You know, if you look at almost any successful company in the United States, there's probably an SEO strategy. That's the backbone of their growth. You know, let's look at Ebay, let's look at Amazon, look at all the ECOMMERCE giants. They're all SEO backed. You know, is their go to store strategy. So that's just a common theme. Very successful marketing works typically are very good at Seo. Okay, and and this it constantly changes, right, we're talking about this last time. It's constantly evolving. You know, Google's announcement of how they were going to handle cookies changes things for experience and things like that. And there's this concept of the the core web vitals, I think, and would love for you to kind of break that down for the audience. They have some context and understanding around that. Yeah, so core web vitals, it's just thinking the same thing as is sort of, you know, your health, your own core web. You know, core human vitals and they're really looking at how healthy is the is the website? There's really three of them. So they're really looking at how well is the site loading and are you doing any tricks? So tricks are stuff like you know, and sometimes you'll hover over something and a button will appear as soon as you're about to click it. That's like a trick. So that to sort of fundamentals are, how fast is the site...

...loading? How fast is the site load for it to be or, sorry, three, how fast is it loading for them to be able to crawl and get all the information that they need? And then are you trying to trick them in once some way, shape or form? If you're trying to trick them, then you know you're in trouble. If you're not, then you're in good shape. So there's the actual metrics. Are Three. There's largest content, full paint, which basically means one is the most meaningful portion of the site is loaded and is ready to be called. The second is first input delay, which means before anything is ready to, you know, be crawled, how long does it take for the very first thing to come live? And then the third is cumulative layout shift. CUMULANT layout shift is those tricks. That's when they're you know, you're shifting the site in some way to sort of trick a user instead of just a pure you know, loading of the site, good html and it's ready to rock. So that's probably a little more technical than you want to get, but the main takeaway is how fast is the site load? How fast is it load for a for a Bot to be able to crawl, and are you tricking them in any way, shape or form? Those are the really the things that they're out to look at and using their rankings. Okay, all right, excellent. So let's talk about the coming for a little bit. You said you've had some changes. You got a new product out. Tell us about that. Tell us what you've been up to since we talked last time. Yeah, how canby's big great. We kind of fitted to the pandemic pretty well because we facilitate, right this sort of the backbone of the Internet, which is these transactions of people being able to access information through SEO. So we've changed in that we think of ourselves a bit more as like a site and delivery mechanism more than a than just a pure Seo Company. So not only you know our previous conversation. We talked about structured data, which is this language that allows us to a site, to authoritatively talk to Google, which has been very important and continues to grow. Then we talked about, I think we had dynamic rendering, which is creating a version of the site for Google to crawl. What we've done is we've taken that sort of dynamic rendering tool. We're actually rendering the site for you and a simplified version, making it optimized, and now we're doing the same thing but for users. So we actually have a product that specific for this Google experience. Update, specific to help you pass Corep Web vitals, specific to make the site really fast for users, and we kind of now not just deliver the site for Google and an optimized way, but also for users now and an optimized way. And that's really what's changed over the last year is that delivery for users. That's going to affect all these metrics, not just your ranking but also, you know, your conversion rates, how your pay channels are doing and all that sort of stuff. So new product. That's a great time to have that product, and that products the one that most people right now that are coming into Haccaupui are interested in interesting and so what's the plan, since we never know what's going to happen with the Pandom and the web moving forward? You know, it was always easier to say hey, what do you see on the horizon twelve months ago? Well, that question is got out the damn. I mean, nobody knows, but just out of curiosity, if...

...you look into the future kind of what are you expecting of? What such rejectory for Accabi? Yeah, the trajectory for Huckaby is constantly you know, as you mentioned, how Google's changing all the time. Our job is to keep up with those changes. So as soon as they came out with dynamic rendering, we were building a product for it. As soon as they started talking about the Google page experience update and core Webvitals, we were building a product for it. So our business is to align with Google so that our customers are aligned with Google and they don't have to worry about all these little technical details. They just get the benefit by being on the platform. So it's Google changes, we watch them like a hawk and we adjust our product. Yeah, we adjust our product so that our customers are getting taking full advantage of all the new things, because if you think about any kind of algorithm update. You always hear about the losers, right you hear about the disasters where someone got penalized and they're gone. But for every link that goes down, another link takes its place. So we're in the business of getting our customers winning. We root for algorithm updates, we want them to come because those disruptors create opportunities to get ahead of competition. So that's kind of our business model. We're also in the business now of obviously content delivery and making a fast sort of user experience. That's very much aligned with Google as well, though, so I think they're sort of the same thing. Google kind of runs the Internet, so if you were well aligned with them, you're going to be in good shape. Awesome, awesome, sorry, and you're going to remember this from last time. We get towards and we ask each test kind of two standard questions. I'm curious, I'm really curious to see if that's changed, especially since the world's change. If somebody trying to get old of you and they don't have a trust to referral in what's worked for you over the last twelve months, for somebody to capture your attention and earn the right to time on your calendar. I would say. Well, this is something that I've noticed, and I'd love to hear your take on this as well, is that we've got a pivoted a bit away from your typical sales strategy. We found that even senior leadership does not want to spend as much time on the phone with a salesperson as they used to, and so ninety five percent that transaction is done in the sort of research phase. We kind of compared it to buying a car. So buying how could buy. It's almost the same price point of buying like a pretty nice car. They're going to do the same kind of research, they're going to want to kick the tires, they're going to want to take it for a test drive. We've noticed that that's how people are buying now, which lends itself to my background from overstock, because it is kind of like almost like any commerce experience to sell software now. That's the trend that I've noticed since we last talked, is that we have to sell in the not over the phone. We have to sell in the first ninety five you know, ninety five percent of their decisions going to be looking at our site, listening to podcasts, listening watching videos, reading review sites. That behavior is only increased and I think that's the general direction. I'd love to hear if you agree with that. We have gone into this sort of what we call a product led growth model, which I'm sure you're familiar with, where the product kind of stands on its own. We do a lot of trials. The trials convert into...

...customers and that just seems where people are comfortable. We always say, let's make it as easy as possible for people to buy huckaby. If they don't want to talk to someone, they don't have to talk to someone. If they just want to create an account, start a trial and get going, we're going to facilitate that. And anytime you get in the way of that process and what people expect, then you're you're going to have a problem with your conversion rate because you know they might not want to take a call or they don't want to take a call specifically a salesperson. We're just trying to make it as easy as possible to buy and that's leading a lot more on marketing the website, making more transactional, making it easier to try so that's kind of the big trend. So to get on someone's calendar. It's very hard to get on my calendar. And but for me to buy, for me to buy a products, if they make it easy for me to buy and they make it I don't have to talk to anyone and I know that I want to try it because I've heard about it from a friend and I can log in or I can ping our engineering team and say I want to try this and they can set it up without having to go through a bunch of hoops. Will probably give it a try and that's the easiest way to get in the door. It's really not to get on the counter, it's just to get on the product and trying the product as easy as possible. So that's what I've noticed. I'd left to hear your take on this chat. We've seen a big shift in this direction, but but they'll love to hear our your take. Yeah, no, I think I think you're dead on. For certain parts of the market right especially being to meet if there's certain certain price points, certain technologies that are simplified in a way that the outcomes are very easily communicated. It can be done through research. The implementation is very easy. I can completely see where that fill in the funnel with marketing and making that buying experience very interactive. Can completely see that being and have seen it with other customers be effective. I think as you get into larger scale types of complexities, full on CDPs or big EARP systems or complex data analytics stuff that requires the organization that's buying to even under stand where half of their data is and it requires a little bit more guidance. But that education piece is a big one. What I'm seeing, and we're working with clients self their teams do, is it isn't we're not selling. Nobody should be selling. We're helping you sift through the research and understand here's the optimized path to make this complex solution as simple as possible for your business. I think in some cases the the straight through product. Here's a podcast, watch a demo, here's a case study or a video, something's talking about that can absolutely be extremely lucrative. I think it was you get, like said, in a more complex stuff there's still this this need for that human to human connection and sometimes, honestly, not to go too far field, but if your marketing is done right. I think you can can kind of replicate that human to human experience, like if they saw you on this podcast and then you were the face in a video doing a demo and then you were the face interviewing a customer, they start to build this sense of relationship and so I can absolutely see that that being effective. It is stratifying, I...

...think, the B tob selling space a little bit. So'll be interesting to see what happens over the next twenty four months. I can't even think that far out, I think. So that's really well put. I think that's really well put. You know, our price tag is usually between two seventy K here. So it's not the huge, huge deals in your right. The more complex it gets, the more human interaction it requires. At our price point, I think having people kind of easily flow through is pretty ideal right now. But yeah, very well put hit. No, all right. So last question. We call it the acceleration insight. Given everything that's changed in the world, I chuckle every time I say that because it's just like tomorrow it's going to be something completely different. But what's the number one thing you would want markers? What's the one piece of advice you would want to give markers of sales professionals that, if they listen to you, believe would help them hit or exceed their targets. What would it be a? Why? Well, you know this probably a little biased, but and you've experienced this to Chad, but just the value of scalable seo leads can really transform a sales organization. We have major enterprise customers that gets seventy percent of their, you know, in bound their leads in general from Seo and its scales right. It just kind of goes through the roof. So I leave it to experts like you on once the hand raising happens and how you get that conversion in buying. I think a lot about you know, how do you get the hand raisers, and a lot of that is to Seo. I try to get as best qualified hand raisers as I can find and that always is kind of tried and true. Is Seo's really great way to do that. So that's not going anywhere. That's how people do their research, is how they tot of find companies and find products. That's going to be there regardless and you either either player you don't, and so I just encourage your guest to. What are we doing on Seo? You know, do we? How many SEO leads am my getting a week? Because forgetting if you getting five our months. If you're getting five a month versus zero, your life's a lot easier. Absolutely, absolutely, I love it. Excellent. I can't think you're know for taking time to be on the show. Where do you want us to send people to check out the new products? Connect with you if they want to talk about other things. What works best for Y'all? Yeah, and September we're doing a free thirty day trial of any and all of our products, so go to the site. There's a bunch of ways to contact us. If you say that you've listened to the PODCASTS, put the podcast name in the contact us for him and I'll actually join the call. I'll try to anyways, as many as I can. Love connecting with your guests. Last time I was on, we met tons of great people and actually create a bunch of customers. So hopefully that same things happens and I like to meet your guests. So go to huckabyecom. You can also find me on Linkedin, but Hugabuy is an easy place to get in touch. Mentioned the podcast. We Love Your podcast listeners. Who will make sure we treat you well? All right, my friend, Hey, it's been great seeing you again. congrats again on the new addition to the family and the band, the puppy. That's a lot, man. Enjoy Golfing this weekend and we will talk to you again soon. Thank you, Chad. Have a great, long weekend. All right, that does...

...it for us. Everybody. You know, the drill be to be REV exactcom check it out. Leave US review on itunes. Until next time, we have value selling associates wishing nothing but the greatest success. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show and Itunes or your favorite podcast player. Thank you so much for listening. Until next time.

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